The growing desire for personalisation

Everyone enjoys that personal touch, whether it’s a handwritten thank you note or a latte from the barista at the local cafe who always remembers your order. When someone pays attention to our specific needs, it makes us feel special. And retail shouldn’t be any different. Integrating personalisation into your business strategy will allow you to significantly transform your approach, while delivering highly personalised, bespoke experiences that maximise the value for each customer.

Before shopping centres, department stores and ecommerce became the norm, local retailers knew each of their customers by name. Grocers, newsagents and butchers knew where their customers lived, what their households resembled and what their preferences were. It was with this knowledge that they tailored services and offerings to each shopper.

Today, the impact of digital is plain to see. We rely on the Internet to source new products, check out reviews and then compare the best prices before eventually making a purchase. However, has its rapid growth diminished much of the intimacy and personal service that used to be obvious?

It’s clear the one-size-fits-all marketing strategy is fast becoming a thing of the past and consumers are now looking for something even more personalised. The consumer mindset is changing and over-protective privacy shields are on their way out as more consumers relish the benefits of sharing their data to receive more relevant products and services. And many are crying out for the next step as demonstrated by a recent survey by Retail Week, and its discovery that a huge 79 per cent of shoppers are now demanding an increasingly more personalised experience.

But what is this next step? For us, it’s offering exactly what shoppers want, when they want it. It’s content that’s dynamic in response, adapted to specific consumer needs by displaying relevant products and messaging to tempt a purchase, and it’s shaping the future of omni-channel retailing. But until now, development of personalisation methods has been limited to the content of a retailer’s warehouse, which hugely restricts the recommendations on offer. Even for a retailer that successfully purchases the top-twenty best-selling lines of a particular product, they will know from their data that a huge number of customers will find these lines equally unappealing. To then send shoe-horned or limited recommendations unreflective of this, could leave them feeling more undervalued than if they were sent nothing at all.

With Anatwine, a retailer can build on its existing wholesale model by incrementally extending the product range available within each brand, with a far larger range of personalised products to offer as a result. So, a retailer might have just five product variants in line with a customer’s documented tastes, with only one that’s a top seller. But, through Anatwine, that customer can still receive the top twenty-plus, over merely the available five. What’s more, with tight integration between every aspect of both the brand’s and the retailer’s operations, the retailer can have confidence that every aspect of the customer experience will be the same, irrespective of whether the product is in the retailer’s warehouse or the brand’s.

Personalisation is not just a whim. It has become a key element of business strategy to win more customers and outperform the competition. It’s time to get up close and personal, don’t you agree?

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